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National Branding

National Branding. What? How? Why?. National Branding. What is it – and why do it? Examples: Nationality and ordinary branding National Branding How to do it ! ITC and National Branding. The Issue.

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National Branding

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  1. National Branding What? How? Why?

  2. National Branding • What is it – and why do it? • Examples: • Nationality and ordinary branding • National Branding • How to do it ! • ITC and National Branding

  3. The Issue With globalisation, more products and services are offered – and they tend to become more uniform in quality, design, price, delivery time etc. Information-overload on almost similar products makes country-of-origin a more and more decisive factor for buyers

  4. National Branding – a definition Establishment of an image (internally and externally) for a country based on positive and relevant values and perceptions Emphasizing the image when promoting trade, tourism and inward investments

  5. Can you tell these “-stans” apart? • Uzbekistan • Kyrgyzstan • Turkmenistan • Kazakistan • Tajikistan

  6. National Branding Global companies increasingly ignore nationality They emphasize soft issues, their value to society, their benevolent influence, … Nations increasingly emphasize nationality They use business speak: growth targets, education targets, health targets,…

  7. The Main Stakeholders • Strategy makers • Initiate and coordinate national branding • Companies • Who have to live and adapt to the national image byusing or not using it as a business partner

  8. 1. Parties Involved • Government - yes, but! • Industry • The arts • Education • Sports • The Media • Consultants

  9. 2. Audiences • Identify or define the audience • Find out how the nation is percieved – at home and abroad

  10. 3. Consultations • Identify national strengths and weaknesses

  11. 4. Core Idea • The entire programme must be based on something positive and relevant • A major project can be an asset

  12. 5. Co-ordinate Messages • The activities should be coordinated for export, inward investment and tourism • Central idea in brand book

  13. 6. Manage the Message • The messages shall be adapted for each audience – and possibly be adapted over time • And “time” means 20 years – or more!

  14. National Branding at ITC’s website:www.intracen.org Click as follows: • Events • Executive Forum • Montreux debate • Papers • Session 4 - National Branding – with about 12 papers and cases

  15. Session 4:  Projecting Value: Is there a Case for National Branding? • ITC Proposition • Projecting Value:  Is there a Case for National Branding? • ITC Proposition Paper>>>  Coming later Issue Papers • Developing a National Brand:  A Suggested Approach • Scotland The Brand – A Case Study • New Zealand's Experience with National Branding • National Team Papers • Kyrgystan:  Is there a case for National Branding? • Status on the development of our National Brand - Ecuador • Support Papers • Cosmopolite Branding Newsletter - April 2002 • Cosmopolite Branding Newsletter - August 2002 • Journal of Brand Management:  What Should a Successful National Brand be Based On? • Journal of Brand Management:  Who Should Consider Nation Branding? • Journal of Brand Management:  Why Nation Branding is Important • Journal of Brand Management:  How to Create a Nation BrandT • he Branding of Nations:  Excerpt from a forthcoming book on nationalbranding, by Stardust New Ventures

  16. Thankyou Q & A

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